The main aim of this thesis was to examine the essence of customer loyalty and its improvement in the business. Customer loyalty means customers’ willingness to buy a brand frequently over all others. It is both an attitudinal and behavioral experience with one brand that satisfies the customers’ needs and desires. If the customers are familiar and satisfied with one product having other options, then it is customer loyalty. It always encourages customers to buy more, spend more and feel positive emotional experience about a shopping. In business sector, customer loyalty plays important role to up lift the business as well as it focuses on establishing good relationship between consumers and suppliers. The loyal customers are the prime sources of generating profits and bringing more new customers in the business.
published by: Durga Ranabhat CENTRIA UNIVERSITY OF APPLIED SCIENCES